User Journey Map

What is it about?

A user journey map is a diagram that depict the stages users go through when interacting with a company, from buying products online to accessing customer service on the phone to airing grievances on social media.

To create effective visual maps that reflect users’ journeys through these channels, journey maps must be rooted in data-driven research and must visually represent the different phases users experience based on a variety of dimensions, including user experience , touchpoints and associated opportunities.

Why is it relevant?

The reasons for creating a user journey map include understanding the path and channels your customers take to get your product. It’s a valuable tool that can be used to forecast the path of future customers, as well.

Steps to conduct this activity

  • Stage or Phase of Journey

Stage helps divide the user journey map into phases that user goes through.

  • Activity

Activity is the actions that the user takes during that stage. It can also include what user is thinking.

  • Touchpoint

Touchpoint can be interaction with the company’s products, services or its employees.

  • Experience

It is about empathizing with your user and getting a better understanding of their emotion when interacting with your product or services.

It is also important to have qualitative and quantitative feedback about the experience. Quantitative will help you understand the current state using metrics and qualitative will help with the understanding of the human emotions.

  • Opportunity

It is about listing the opportunities for improvement to enhance the user experience. It can be gaps or challenges the customer is facing during a touchpoint or it can be an upsell opportunity.